ADV 318J Exam 3 UPDATED Questions
and CORRECT Answers
A characteristic that __ share is that their brand preference is still under development -
CORRECT ANSWER- ✔✔Emerging consumers
Which system has identified many market segments based on zip codes and the personal
characteristics of their residents, creating a well-known tool for geodemographic
segmentation? - CORRECT ANSWER- ✔✔PRIZM
A major criterion to consider during segment selection is the __, or the companies that are
vying for the segment business - CORRECT ANSWER- ✔✔competitive field
The top of the strategic planning triangle is __, as it relates to customers - CORRECT
ANSWER- ✔✔identification and specification of the target segment
Account executives - CORRECT ANSWER- ✔✔the liaison between the agency and the
clients
Creativity - CORRECT ANSWER- ✔✔the ability to consider and hold together seemingly
inconsistent elements and forces, making a new connection
Synergy - CORRECT ANSWER- ✔✔the output of the creative process is greater than the
sum of the talents of individual team members
What is inferred based on the insights offered by The Wisdom of Teams by Katzenbach and
Smith? - CORRECT ANSWER- ✔✔teams operate on mutual synergy
Cost-per-clock - CORRECT ANSWER- ✔✔an advertising revenue model where the
advertiser is charged by the number of people who click on, or tap, the ad to pull it up for
more information or to see the ad in entirety
Paid media - CORRECT ANSWER- ✔✔advertisements that can be purchased on a social
network or other digital platforms
, The core of social media - CORRECT ANSWER- ✔✔individual empowerment and
democratization of knowledge
An organization needs to reach out to a specific target audience, and has decided that it wants
to use social media advertising to do so. It wants to buy specific keywords to accurately
target the audience who would want to see the ads. The aim is to get a high effective exposure
rate and engagement rate without invading consumer privacy. Which would be the best
revenue model to fit the organizations' needs? - CORRECT ANSWER- ✔✔Bidding for ad
words
True/False: The fight for space on grocers' shelves has become very competitive so
manufacturers will do anything to get stores to stick their items-except paying a fee, which is
illegal - CORRECT ANSWER- ✔✔False
What are the three basic forms of sales promotion? - CORRECT ANSWER- ✔✔Consumer-
market, Trade-Market, Business-market
Businesses like to promote their products with rebates because they: - CORRECT ANSWER-
✔✔often don't get cashed in
A printed card or sign designed to mount on or under a shelf is known as a - CORRECT
ANSWER- ✔✔Shelf talker
Directed marketing is __ because the marketers attempts to develop an ongoing dialogue with
the customer based on the idea that one contact will lead to another, and the message is
continually refined - CORRECT ANSWER- ✔✔interactive
Marketing databases can be expanded by adding __ data, which allows for a more qualitative
assessment of a customer's general lifestyle, interests, and options - CORRECT ANSWER-
✔✔Psychographic
Because advertising conducted is direct marketing campaigns is typified by this emphasis on
immediate response, it is commonly referred to as __ - CORRECT ANSWER- ✔✔direct
response advertising
and CORRECT Answers
A characteristic that __ share is that their brand preference is still under development -
CORRECT ANSWER- ✔✔Emerging consumers
Which system has identified many market segments based on zip codes and the personal
characteristics of their residents, creating a well-known tool for geodemographic
segmentation? - CORRECT ANSWER- ✔✔PRIZM
A major criterion to consider during segment selection is the __, or the companies that are
vying for the segment business - CORRECT ANSWER- ✔✔competitive field
The top of the strategic planning triangle is __, as it relates to customers - CORRECT
ANSWER- ✔✔identification and specification of the target segment
Account executives - CORRECT ANSWER- ✔✔the liaison between the agency and the
clients
Creativity - CORRECT ANSWER- ✔✔the ability to consider and hold together seemingly
inconsistent elements and forces, making a new connection
Synergy - CORRECT ANSWER- ✔✔the output of the creative process is greater than the
sum of the talents of individual team members
What is inferred based on the insights offered by The Wisdom of Teams by Katzenbach and
Smith? - CORRECT ANSWER- ✔✔teams operate on mutual synergy
Cost-per-clock - CORRECT ANSWER- ✔✔an advertising revenue model where the
advertiser is charged by the number of people who click on, or tap, the ad to pull it up for
more information or to see the ad in entirety
Paid media - CORRECT ANSWER- ✔✔advertisements that can be purchased on a social
network or other digital platforms
, The core of social media - CORRECT ANSWER- ✔✔individual empowerment and
democratization of knowledge
An organization needs to reach out to a specific target audience, and has decided that it wants
to use social media advertising to do so. It wants to buy specific keywords to accurately
target the audience who would want to see the ads. The aim is to get a high effective exposure
rate and engagement rate without invading consumer privacy. Which would be the best
revenue model to fit the organizations' needs? - CORRECT ANSWER- ✔✔Bidding for ad
words
True/False: The fight for space on grocers' shelves has become very competitive so
manufacturers will do anything to get stores to stick their items-except paying a fee, which is
illegal - CORRECT ANSWER- ✔✔False
What are the three basic forms of sales promotion? - CORRECT ANSWER- ✔✔Consumer-
market, Trade-Market, Business-market
Businesses like to promote their products with rebates because they: - CORRECT ANSWER-
✔✔often don't get cashed in
A printed card or sign designed to mount on or under a shelf is known as a - CORRECT
ANSWER- ✔✔Shelf talker
Directed marketing is __ because the marketers attempts to develop an ongoing dialogue with
the customer based on the idea that one contact will lead to another, and the message is
continually refined - CORRECT ANSWER- ✔✔interactive
Marketing databases can be expanded by adding __ data, which allows for a more qualitative
assessment of a customer's general lifestyle, interests, and options - CORRECT ANSWER-
✔✔Psychographic
Because advertising conducted is direct marketing campaigns is typified by this emphasis on
immediate response, it is commonly referred to as __ - CORRECT ANSWER- ✔✔direct
response advertising
